Starting a business requires courage, especially during uncertain economic times. Huston Pendry, founder of Pendry Enterprises in Lewisville, North Carolina, took that leap during one of the most challenging periods in recent history, the onset of the COVID-19 pandemic. Specializing in grading, concrete work, and site preparation for both residential and commercial properties, Pendry Enterprises quickly became known for quality workmanship. However, rapid growth brought new complexities that Huston felt unprepared to handle alone. Recognizing the need for expert guidance, Huston partnered with ActionCOACH and his business coach, Jason Berry, to transform his operational knowledge into strategic business expertise, positioning the company for sustainable growth.
Early Days: Balancing Opportunity and Challenge
When Huston began his entrepreneurial journey, his background in grading and concrete services gave him a solid technical foundation. Working full-time for another construction company initially limited his business activities to weekends, yet this side venture quickly gained momentum through consistent quality and referrals. "Initially, I had my skid steer and did weekend jobs with family and friends' help," Huston recalls. Soon, the weekend work evolved into larger projects, prompting Huston to officially incorporate and hire his first employees. However, the rapid expansion brought unforeseen challenges, particularly with cash flow, profit margins, and managing growing responsibilities.
(Huston Pendry and his team)
Transitioning Amidst Uncertainty
Launching Pendry Enterprises at the height of COVID-19 posed unique obstacles. Homeowner projects initially slowed down significantly due to lockdowns, forcing Huston to pivot sharply toward commercial projects. This required him to rapidly adapt his estimating and project management strategies. Although commercial projects provided stability during this turbulent period, they brought complexity that underscored gaps in Huston's financial and organizational skills. Recognizing these shortcomings, Huston began looking for solutions, even if he wasn't entirely sure what form they should take.
The Turning Point: Partnering with ActionCOACH
Huston admits he had little understanding of what a business coach could offer until meeting Jason Berry from ActionCOACH. At a point of considerable financial and operational stress, Huston attended a session led by Jason and quickly realized the potential value of external guidance. "I was stuck in a rut, bogged down with worry about whether my business would make it," Huston explains. "Meeting Jason was a turning point. He provided clarity on profit margins, cash flow management, and systematic organization, things I didn't fully grasp before."
Jason Berry’s immediate impact on Pendry Enterprises was transformative. He began by educating Huston about essential business principles like accurate pricing, profit margins, and effective cost management. Huston vividly recalls the anxiety of raising prices to align with sustainable profit margins. "Initially, it was nerve-wracking because we started losing bids," he says, "but soon we realized we were winning higher-quality projects. Jason helped me understand that higher margins meant being selective, focusing on projects that truly valued our expertise."
(Jason Berry, ActionCOACH, North Caronlina, USA)
Implementing Effective Business Systems
Jason didn't just provide financial advice, he introduced Huston to comprehensive business systems and organizational structures. "He helped us implement core values, clear goals, and performance metrics, which made our team cohesive and driven," Huston states. One of the most critical shifts was implementing robust bookkeeping practices, facilitated by hiring an experienced office manager, who was recommended through Jason's guidance. "Proper bookkeeping allowed us to track every penny, providing clear insights into our profitability on every job," Huston explains. "Before Jason, this level of detail wasn't even on my radar."
These changes significantly improved Pendry Enterprises’ financial health, efficiency, and overall competitiveness. The precise tracking of expenses and job costs enabled Huston to identify profitable and unprofitable services, thereby optimizing the company's focus and resources effectively.
Delegating for Sustainable Growth
Huston also credits his earlier professional experience with helping him embrace delegation, yet Jason played a pivotal role in refining these practices further. "Jason emphasized that effective delegation wasn’t just about handing tasks off, it was about hiring strategically to replace myself in specific roles, freeing me to focus on growing the business," Huston says. This approach empowered Pendry Enterprises to scale operations confidently, growing from two initial employees to a dedicated team of fourteen.
By creating a structure where each role is clearly defined and managed effectively, Huston transitioned from constantly working "in" his business to strategically working "on" his business. "Now, my primary role involves oversight, strategic planning, and customer relationships," Huston explains. "Jason’s coaching freed me from daily operations, giving me the space to think about the bigger picture."
Results: Stronger Margins and Strategic Expansion
The results of ActionCOACH’s impact have been substantial. Pendry Enterprises not only stabilized but thrived, achieving higher profit margins despite bidding on fewer projects. Huston emphasizes, "We learned it's better to lose jobs that aren't profitable than to win jobs that drain our resources."
The company now holds exclusive contracts with three significant local businesses, handling over 90% of their concrete needs, a testament to Pendry Enterprises' high-quality work and excellent customer service. This strategic selectivity and superior service delivery validate Jason’s initial guidance on pricing and margin management.
Furthermore, improved cash flow and reduced debt have created opportunities for expansion. Huston is exploring additional business ventures and is confident in his enhanced capability to manage multiple operations simultaneously.
Future Vision and Continued Growth
Looking ahead, Huston’s ambitions include owning at least three businesses and eventually selling one or two while focusing on his passion, helping other businesses succeed. "Jason has inspired me not only to grow Pendry Enterprises but to think about coaching and mentoring others one day," Huston says. His vision also includes personal goals, with aspirations of retiring comfortably by age 50, a goal deeply influenced by a profound life event in 2017 when he overcame a serious injury.
Coaching as a Catalyst for Success
Huston Pendry’s story underscores how critical the right business coach can be in transforming an entrepreneur’s potential into tangible success. ActionCOACH and Jason Berry provided Huston with the tools, strategies, and confidence needed to elevate Pendry Enterprises from a fledgling startup into a thriving, sustainable business.
"Hiring Jason was genuinely one of the best decisions I've made," Huston concludes. "To any entrepreneur feeling stuck or unsure of the next steps, my advice is simple: get a business coach. Having expert guidance changed everything for us."
Inspired by Huston’s journey? Take the first step toward transforming your business. Request a free discovery call and explore how personalized coaching can help you unlock growth, clarity, and long-term success.